WOW is what happens when you make the unforgettable, unmissable.
Nike - After Dark Tour
Case Study
June 2025
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To ignite the streets of Inglewood with a shot of adrenaline, Nike staged a nighttime half marathon like no other—cutting through the city on a route lit by five WOW spectaculars. The After Dark Tour wasn’t just a race; it was a statement. Starting at SoFi Stadium and ending with a concert performance by Doechii, the all-female event merged sport, culture, and community in a vivid display of light and motion. As 18,000 runners charged beneath full-motion spectaculars, the city itself became part of the experience, pulsing with energy and ambition in every step.
This was visibility in motion. Nike’s campaign transformed Inglewood into a neon-lit runway—where pace met presence and every spectacular pushed the tempo. Each screen burst with kinetic visuals: runners mid-stride, Air Max silhouettes, glowing gradients that echoed the rhythm of the crowd. From the electric launch at SoFi to the grand finale performance, WOW’s spectaculars elevated the journey—turning a race into a city-wide celebration of strength, speed, and self-expression.
Using science to leverage the messsage
Our Neuro-Insight study proves that WOW Spectaculars are 5.8x more effective than standard bulletins. Want to know why?
Learn more about this.
Download the Neuro-Insight Case Study.
DownloadThe Results
5 Spectaculars
ACHIEVEMENT
1 Unforgettable Event
18,000 Runners
Total Campaign
Disney - Lilo & Stitch
Case Study
May 2025
